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First One Show Entertainment Awards

One Show Entertainment

Oct 15, 2008

“FIRST ANNUAL ONE SHOW ENTERTAINMENT AWARDS” WINNERS ANNOUNCED LOS ANGELES, CA October 7, 2008 – MTV, Frixenet, HBO, Nike, NIN and Unilever were the brands that received multiple awards in “The First Annual One Show Entertainment Awards” recognizing outstanding creative achievements by brands in the realm of entertainment. The awards were announced October 7 during an awards ceremony that took place at The Paley Center for Media in Beverly Hills. Bryan Callen hosted the show and presenters included Alimi Ballard (“NUMB3RS”), Brett Ratner (director of “X-Men: The Last Stand”), and Matthew Weiner (creator and executive producer of “Mad Men”). Both Ratner and Weiner also served on the Awards’ judging panel. Entries were judged by a panel of marketing and entertainment luminaries. In addition to Weiner and Ratner, the judging panel included David Lubars (Chairman and Chief Creative Officer, BBDO North America), Jon Kamen (Chairman and CEO, @radical.media), David Droga (Creative Chairman of Droga5), Scott Donaton (publisher of Entertainment Weekly), Neil Stiles (President and Publisher of the Variety Group), Doug Scott (President of Ogilvy Entertainment), Kevin Townsend (Founder of Science + Fiction), Colleen DeCourcy (Chief Digital Officer of TBWA Worldwide), and Tim Roper (VP Creative Director at Crispin Porter + Bogusky). Produced by The One Club, the foremost non-profit organization promoting creative excellence in advertising, “The One Show Entertainment Awards” paid tribute to creative branding beyond mere product placement. Winners receiving Gold, Silver or Bronze Pencils were announced in the following 9 categories: (winners are listed by Client – Agency –Title) 1. TELEVISION (Work in a broadcast format that clearly identifies a brand and furthers its position) A. Scripted series – series that follows an established storyline. GOLD MTV Networks Australia – Lowe & Rivet – “Welcome Snoop” B. Unscripted series – where the brand may become an integral character or contribute to the plot line of the story. GOLD Unilever – BBH New York – “Gamekillers” Episode 1 SILVER Nike China – Wieden+Kennedy Shanghai – “Basketball Disciple (Kobe Mentu) BRONZE Unilever – BBH New York – “Gamekillers” Episode 4 C. Specials or one-time screening of an entertainment production. SILVER Nike China – Wieden + Kennedy Shanghai – “Dare” BRONZE MTV Exit – Colman Rasic Carrasco – “Different Lives” 2. FILM A. Short or feature-length films that incorporate a brand as an integral component. GOLD Freixenet – JWT Spain – “The Key to Reserva” SILVER Hasbro – Creative Artists Agency – “Transformers” BRONZE Eurostar – Mother – “Somers Town” BRONZE Renault Germany – Nordpol + Hamburg – “teletheatre” B. Documentaries – Integration of a brand in the story line of a documentary either for theatrical release or on DVD. SILVER IBM – OgilvyEntertainment – “Documentary Project” BRONZE Ogilvy & Mather – OgilvyEntertainment – “David Ogilvy: Original Mad Man” BRONZE Navistar, Inc. – Fathom Communications – International LoneStar “Drive and Deliver” 3. GAMING Online gaming. A Web site or banner that incorporates a brand as an integral component of a game. GOLD NIN – 42 Entertainment – Year Zero Alternate Reality Game SILVER Coca-Cola – Shift Control Media – Happiness Factory BRONZE US Army & Xbox – McCann Erickson – Xbox Halo 3 4. ONLINE Online videos, movies, webisodes or podcasts that clearly identify a brand and furthers its position. GOLD Freixenet – JWT Spain – “The Key to Reserva” SILVER HBO – BBDO New York – “Voyeur” BRONZE MINI -- Butler, Shine, Stern & Partners -- “Hammer & Coop” 5. MUSIC Integration of a brand in a music environment intended for commercial release. GOLD Apple/The Bird & The Bee – BBDO New York – “Apple Mac Music Video” SILVER NIN – 42 Entertainment – “Year Zero Alternate Reality Game” BRONZE MTV Exit – Colman Rasic Carrasco – “Different Lives” (Radiohead) 6. EVENTS AND INSTALLATIONS Creative positioning of a brand outside traditional or online media, such as museum installations, events and outdoor environments. GOLD 7-Eleven – TracyLocke/Freshworks – “Simpsons Kwik-E-Mart” SILVER HBO – BBDO New York – “Voyeur” BRONZE Lion Nathan – Publicis Mojo – “Speight’s Great Beer Delivery” BRONZE AMP – BBDO New York – “Human Energy” “Our first One Show Entertainment Awards was a huge success as leaders from the advertising and entertainment industries joined together to celebrate the new field of branded entertainment,” said Mary Warlick, CEO of The One Club. “The One Club is proud to be the first organization to recognize excellence in this emerging arena.” The winning entries have been added to The Paley Center for Media’s preeminent collection of over 140,000 television and radio programs, advertisements, and new media content, which is available to the public in New York and Los Angeles. ABOUT THE ONE CLUB The One Club for Art and Copy is a non-profit organization dedicated to promoting the craft of advertising. Founded in 1975, The One Club has approximately 1,000 members, including copywriters and art directors. As part of its mission to promote high standards of creative excellence, The One Club produces the advertising industry\'s most prestigious awards program, The One Show. Judged by a panel of the advertising industry\'s elite creative directors, this annual event acknowledges excellence in art direction and copywriting in a variety of categories, including television, radio, newspapers, magazines, billboards and public service announcements. The coveted One Show "Gold Pencils" are regarded as the zenith of achievement in the advertising world. 1998 marked the inauguration of One Show Interactive, a live awards program designed exclusively for the new media community. The One Club regularly produces a variety of events and materials that encourage aspiring advertising types to hone their craft. In 1995, The One Club established an education department, dedicated to fostering the creative talents of advertising students nationwide. The department administers scholarships to outstanding students in advertising programs at a variety of advertising schools across the country. # # # #
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